QR National plans ‘Aurizon’ name change

QR National, led by Lance Hockridge, has been frustrated that people continue to confuse it with Queensland Rail, despite the fact it is now publicly listed and expanding in other states, including Western Australia.
Photo: Paul Harris

“This new name makes a clear statement about our growing Australia-wide footprint and growth aspirations," he said. Aurizon – also the name of a Canadian goldminer that owns the URL Aurizon.com and a brand of ear drops for dogs in the United Kingdom – was chosen after combining the words “Australia" and “horizon".

QR National, which provides freight rail services, is frustrated people continue to confuse it with the government-owned Queensland Rail group, which provides passenger rail services.

QR National and Queensland Rail were once part of the same entity, but separated in 2010 before QR National’s listing.

Equity analysts yesterday said they were more concerned with QR National’s coal haulage volumes than its branding, with some describing the name change as “ridiculous".

But consultants said while QR National would have to be careful not to destroy its brand equity, the change could make commercial sense.

“It might create the opportunity to increase brand and business value," said Tim Heberden, managing director at Brand Finance.

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More than 70 companies listed on the Australian Securities Exchange have changed their names since the start of the year, including OneSteel, which adopting “Arrium".

QR National, which will keep its logo, declined to comment on the cost of the change but said it would be “minimal". If investors approve the change at the group’s annual general meeting on November 7, QR National will gradually roll out Aurizon across its operations.

QR National advised the government it was considering a name change, Queensland Treasurer Tim Nicholls said. “Any such change is a commercial matter for the board and for the consideration of shareholders," he said.

The Queensland government is still the largest individual shareholder in QR National, with a 34 per cent stake worth about $2.8 billion.

The Newman government has signalled its intention to sell the stake, as some international investors are uneasy about such a large government stake in the privatised company.

QR National’s key competitor, Asciano (named after a Tuscan town), is also considering a name change under new chief executive
John Mullen
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